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  • 1.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Al-Shaaban, Sarah
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wallin, Emmy
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sjöqvist, Sarah
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Colors in Marketing: A Study of Color Associations and Context (in) Dependence2015In: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, no 3, p. 32-45Article in journal (Refereed)
    Abstract [en]

    Mirroring an increasing awareness of the importance of colors, today marketing managers are paying increasing attention to the deployment of color in marketing as well as to the applicability of universal color associations. Two colors considered to carry several specific universal associations are blue and black. Consequently, the purpose of this study is to assess the contextual independence/dependence of consumers’ associations with the colors blue and black. Associative learning theory was deployed to specify the hypotheses. The hypotheses were tested through a paired sample t-test. The results show that the universal associations with the colors are different from the associations with the colors when they are displayed in a specific context. The implications for further research and limitations of the study are presented. Managers may want to consider the associations colors have in the specific context rather than relying on universal associations of colors.

  • 2.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lindgren, Victor
    Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
    Think Outside the Package: Context Congruence and Product Placement on Packaging2015In: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, no 3, p. 72-81Article in journal (Refereed)
    Abstract [en]

    The purpose of this study is to examine the effect of context congruence on attitudes towards product placement on packaging. It is proposed that congruence-/-incongruence between the context (packaging) and the (product featured as a) product placement has an effect on the attitude towards the (product featured as a) product placement. The hypotheses were tested through Man-Witney U tests on a total of 238 respondents. The results show that a congruent context and an incongruent context impact attitudes towards a product placement differently. A congruent context does not influence attitudes towards a product placement, while an incongruent context influences attitudes towards a product placement negatively. Managers may want to consider using a congruent product package context rather than an incongruent one when placing a product.

  • 3.
    Iddris, Faisal
    Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL).
    Barriers to Adoption of Mobile banking: Evidence from Ghana2013In: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 3, no 7, p. 356-370Article in journal (Refereed)
    Abstract [en]

    The purpose of this research is to investigate the perceived barriers to adoption of mobile banking among consumers, and to assess whether the usage of M-Banking is constraint on the basis of different demographic characteristics such as age, income level, mobile phone usage “experience” and marital status. Data were collected using convenient sampling via self-administered questionnaire in a large university in the Ashanti region of Ghana. A total of usable 189 responses were collected from non-users of mobile banking and retained for analysis using SPSS version 16. The main reasons for rejecting M-Banking were explored using simple descriptive analysis, while chi-square tests were used to assess differences between socio-demographic variables and the rejection factors. The result indicates that majority of respondents do not use any kind of mobile banking service. The four main reasons for rejecting M-Banking were: M-banking requires knowledge and learning; M-banking attract additional banking charges; poor telecommunication network; consumer preference for traditional means of banking instead of mobile enabled banking services. The practical implications of this research is the revealing of the main barriers to Mobile banking adoption and suggesting of appropriate marketing strategies to overcome the obstacles to mobile banking adoption.

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